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As Beaujolais Nouveau Release Date Nears, Duboeuf And Deutsch Mark 30th Anniversary

November 13, 2012

Beaujolais Nouveau season is almost here, and this Thursday’s release will mark 30 years since Deutsch Family Wine & Spirits began importing Georges Duboeuf Beaujolais Nouveau to the United States. Duboeuf Nouveau has grown from a couple of hundred cases of distribution in its inaugural year in 1982 to more than 150,000 cases a year today.

When Duboeuf Nouveau first arrived in the U.S. three decades ago, the market was flooded with around 25 competing Nouveau labels. That number has since dwindled, and Duboeuf now dominates with about a 75%-80% share. Beaujolais Nouveau accounts for roughly a third of Duboeuf’s total annual volume in the U.S.

For many wine retailers, Beaujolais Nouveau Day represents the unofficial kick-off to the holiday selling season. The release, which comes just after midnight on the third Thursday in November, is also a logistical tour de force. “Distributors around the country have their trucks loaded and ready to roll Thursday morning. They achieve total distribution on the day—throughout the country,” says Deutsch chairman Bill Deutsch. “It’s like a military maneuver.”

This year’s marketing theme for Duboeuf Nouveau is “Nouveau Magic,” featuring virtual magician Marco Tempest telling the story behind Duboeuf and the Nouveau celebration. Tempest will host an event tomorrow (the eve of Beaujolais Nouveau Day) in New York City where he will perform the Beaujolais Nouveau Midnight Magic Show—a combination of digital media and illusion. A free smartphone app is also available. On Thursday, L’Express restaurant on Park Avenue South in New York will be revamped for the day to depict a Beaujolais village, with a $35 pre-fixe dinner featuring Duboeuf Nouveau. The 2012 Georges Duboeuf Beaujolais Nouveau will retail at $9.99 a 750-ml.

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